Students of BBA–7 at SZABIST University Islamabad took part in an engaging role-playing activity as part of their Services Marketing course under the supervision of Dr. Khansa Zaman.

The experiential learning session focused on key concepts including service failure, service quality, service ethics, and the service gap model, enabling students to understand how effective communication, ethical decision-making, and strategic problem-solving contribute to service excellence.

During the activity, students assumed the roles of service providers and customers, navigating real-world scenarios that required them to respond to service breakdowns, address quality concerns, and uphold ethical standards while closing gaps in service delivery. The simulation encouraged active participation, teamwork, and critical discussion, allowing students to apply theoretical frameworks to practical business situations.

The hands-on session strengthened students’ understanding of emotional intelligence, customer-centric thinking, and ethical responsibility in service industries. It also reinforced essential professional competencies such as communication skills, collaboration, adaptability, and strategic decision-making.

The activity aligned with the United Nations Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), and SDG 9 (Industry, Innovation, and Infrastructure), reflecting SZABIST Islamabad’s commitment to experiential, industry-relevant education and professional excellence.